ama.digital marketingstrategy.10 13

Bob Johnson Consulting, LLC ... @HighEdMarketing 1

DIGITAL MARKETING STRATEGY: BUILDING BRAND STRENGTH & ENROLLMENTS

©ROBERT E. JOHNSON, PH.D. 2013

Bob Johnson, Ph.D.AMA Symposium for the Marketing of Higher Education

Boston, MANovember 10 - November 13, 2013

Who is Bob Johnson?• Website reviews from a marketing perspective• “Top Task” research partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland

• 71 higher education clients since 2006• “Your Higher Education Marketing Newsletter”… 3,600 subscribers

• @highedmarketing… 6,400+ Twitter followers• “Higher Education Marketing” blog• Symposium for the Marketing of Higher Education… chair, 1994 to 2003

This was real, but silly…http://2d-code.co.uk/qr-code-airplane-banner/

Not just a play on words…

•“We don't believe in digital marketing. We believe in marketing in a digital world, and there's a huge difference." • Clive Sirken, CMO, Kimberly-Clark, March 2012

Marketers & “digital” in 2013…http://www.imediaconnection.com/content/34878.asp

Digital marketing is “Insanely complicated”http://tiny.cc/71a6ew

So are mobile marketing options…http://read.bi/1aOp1lR

THE GOOD NEWS…Facebook & Google in constant competition to allow better targeting…• “Guest Post: Facebook Is Now The Best Ad

Targeting Platform Around”… March 2013• http://bit.ly/17MDYGL

A “Big Data” solution…http://rocketfuel.com/solutions/audience

IMPORTANT STRATEGY POINTS…A definition…And 6 points to craft a plan

Today’s marketing strategy definition…

• “Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.”• en.wikipedia.org/wiki/Marketing_strategy

6 important strategy points…

#1• Social media…

• Marketing and PR can’t control the message anymore

• Facebook still dominates

• YouTube is second

#2• Mobile…

• People are connected everywhere, all the time

• Easy to share opinions

• Different tasks on different devices?

Two more really big things…

#3• Big Data…

• “Big data” = the capacity to know more about people than ever before

• We can use it for more precise advertising

#4• Engagement

• More people will “like” and “follow” than will actively “engage”

• Not everybody wants to “engage”

And two more…

#5• New technology

• No need to be first in everything, especially if you don’t know how the “shiny object” fits in your marketing plan

• Relax

#6• ROI

• Difficult to measure the individual impact of every step in a marketing campaign

• But can measure advertising response

Marketing online for…

Brand awareness…

• We want people to know who we are today so that tomorrow if they need what we offer they will include us in their choice.

• Does not require call to action and landing page.

• Institution focused (often).• Clicks on links optional.

Direct response…

• We want people who are ready (or nearly ready) to make a purchase to start today.

• Requires a call to action and a landing page.

• Academic program focus• Clicks on links mandatory.

A (VERY) LITTLE BACKGROUNDHow we got started and where we are today

Smartphones enabled the revolution…http://bit.ly/TlMtvN

Tablets are expanding it…

And technology keeps moving…http://bit.ly/UQuQew

New format for admissions interviews?

REASONABLE EXPECTATIONS FOR SOCIAL MEDIAPew Internet and American Life…Forrester…Noel-Levitz E-expectations

Social media “experts” often insist…• “A two-way conversation between marketers and

consumers is the whole point of social…• “Anything less… is a reflection of outdated broadcast-style

thinking.”• Consider an alternate reality• Most people “follow” and “friend” brands to listen, not to

engage in a conversation.• Numbers do count… the more listening the better.

• Reality makes “ROI” extremely challenging to measure• What are all those “followers” and “friends” actually doing?• When will they take a “desired action”?

Top 10 social media sites, 10/6/12…http://ex.pn/SV3o84

Top 10 social media sites, 9/28/13…http://ex.pn/SV3o84

What do people do on social media?http://empowered.forrester.com/tool_consumer.html

Social media influence level for teens…Noel-Levitz E-expectations survey, 2013

2 important points re social media…• Lifespan of a new item on Facebook, Twitter is very short… just a few minutes.

• Not everyone visits social media every day… even teens.

• If something is important, post it more than once.

• On more than one day if timing permits.

ADVERTISING IN THE DIGITAL WORLD Where are your dollars going now?Targeting for Facebook… and all else

Evolution of digital advertising…http://bit.ly/OWRzn3

Google & high speed access in 2004…

Rapid evolution continues…

Desktop vs. mobile to 2017…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959

Major players in mobile by revenue…http://bit.ly/ZPnokB

Social media ad increase…http://bit.ly/12Ljb5p

BIG DATA…Friend, Foe or Marketing Fantasy?

Where does Big Data come from?http://slidesha.re/15THr6E

Big data… a contrarian viewFrom The Guardian at http://bit.ly/15WGgy4

•"Big data is in danger of being hijacked by the people who hijacked terms like one-to-one marketing, and customer relationship management [CRM].

• “…tech companies who sold huge bits of kit that became an enormous project and then just ground to a halt.” • Scott Logie, Direct Marketing Association chair

Big data = Customer intelligence…• Fact: few people object to ads that interest them• Opportunity: reduce mass advertising, focus lead generation marketing to people who might have an interest

• Conversion: with permission to speak, keep content relevant to top tasks of people receiving it

• Penalty: to much “brand speak” and people will withdraw permission to speak or just ignore you

• Reward: people will like your brand

“Intelligent” is the key word here…http://slidesha.re/15THr6E

Relevant = Knowing top tasks

Select where we put display ads…

FACEBOOK ADVERTISING…The Facebook example…

Facebook is today’s mass media…• About 1% of people who follow major brands actively “engage” with them… almost everyone just listens. That’s OK.

• “People need to understand what Facebook can do for a brand and what it can’t do. It doesn’t really differ from mass media. It’s great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.”• Karen Nelson-Field, (Ehrenberg-Bass Institute,

Australia), based on FB metrics “People Talking About This”

Facebook on mobile…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959

Facebook is simplifying ad options…http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads

• Summer and Fall of 2013… from 27 to <13?• “Our vision is that over time, an advertiser can come to

Facebook and tell us what they are trying to achieve, and our ads tools will automatically suggest the right combination of products to help them achieve it.”

• Goal: easier for non-professionals to plan, place advertising

Pay for FB results 3 ways…https://www.facebook.com/help/614797551881954

• Pay for views• Pay for clicks• Pay for actions (new in April)

• More from Inside Facebook at http://bit.ly/1448PZY

Power Editor… for multiple campaignshttps://www.facebook.com/help/569494776443033

Starting your campaign…https://www.facebook.com/ads/manage/campaigns/

Pick a landing point, create your ad…

Our landing page…http://che.engin.umich.edu/

Where to show your ad?

The first selection page… only for age

Sort for “Chemical Engineering”…

Limit to people in high school…

Budget for 10% response… 198

Track your conversions…https://www.facebook.com/help/435189689870514/

YOU TUBE + GOOGLE AD WORDS…

My CE video to promote…http://www.youtube.com/watch?v=s64B-NNRxTA

Video links to this page…http://che.engin.umich.edu/

Your ad in top right position…

After a “Chemical Engineering” search…

Opening the campaign…

Select your video…http://www.youtube.com/watch?v=s64B-NNRxTA

Pick your budget…

Bob Johnson Consulting, LLC 65

Keyword selection…

Keywords in content… Keywords in searches…

Review advanced settings…

Pick the time for your ad to run…

Results page to monitor…

DIRECT RESPONSE DISPLAY ADVERTISINGFocus advertising on specific academic programs…

Again, targeting is key…http://www.24mas.com/

• Age• Gender• Location• Behavior• Time• Handset• And more…

Not the best targeting here…

Direct response… program ad matches placement

Leads to a proper landing page…

And a social media connection…

Simple, clean, quick email response…

And ongoing contact…

Targeting newsletter readers…

Strong, short landing page for inquiry…

Innovative options after an inquiry…

RETARGETED ADVERTISINGCreepy to some, successful to others

The retargeting trail…http://area2oh3.com/have-you-been-retargeted/

“Boosted” retargeting w/ “big data”…http://rocketfuel.com/solutions/retargeting-booster

“Boosted” retargeting results…http://rocketfuel.com/resources/case-study/UCLA-Extension

Using these data points… UCLA Extension results…

• “More conversions after the first month of the campaign than we did during almost the entire fall enrollment period campaign – which is usually the top performing campaign of the year.”• Genny Drennen, Fraser

Communications

Starting with a search in May 2012…

Retarget for individual programs…

Bob on Flyertalk…

Bob on the Washington Post…

July 17, 2013… A change in focus to MBA

Retarget for scholarships…http://www.chacha.com/question/where-can-i-buy-google-glasses

And following to the NY Times…

And the landing page…http://bit.ly/GVtOsk

Answer these 5 questions first…http://bit.ly/TjUlOz

• Do you have an online marketing budget of at least a $1,000 dollars per month?

• Do you have at least a few thousand visitors to your Website each month?

• Do you sell a product or service with a long consideration cycle or customer research process?

• Are you concerned with continued branding for your business online?

• Do you have significant online competitors?

Retargeting on Facebook…

New importance for Facebook…http://bit.ly/15httox

Video intro to Adwords retargeting…http://www.youtube.com/watch?v=YtlejZic2jU

Explore retargeting specialists…http://www.adroll.com/

GROUP ADVERTISING“Lead gen” for more leads at less cost w/ 3rd party screening

“Online masters degree finance”...

Where will you be among 52 choices?http://www.elearners.com/online-degrees/master/finance.htm

FOR BEST ROI ON ANY ADVERTISINGAttention to the Inquiry Form…And a rapid first response time

Just 4 items on this inquiry form…http://www.stonybrook.edu/spd/highered.html

The whole form on a single screen…https://www.scps.nyu.edu/contactUs.htm

A rare texting option…http://online.gannon.edu/webform/request-more-information

And for traditional students…http://bit.ly/OqbqFY

IN THE (NEAR) FUTURE…

Extraordinary speed…• “In 2000, “the first ads we wrote for Oracle were about 7 seconds. If the consumer was online and didn’t get the content that they wanted within 7 seconds, they’d be gone.

• “Now 7 seconds is a lifetime.”• In 2017?

• “If Spotify is fixated with delivering content in under 200 milliseconds now, can you imagine what the competition will be in 5 years?”• Lawrence A. Kimmel, CEO, Direct Marketing Association

A verbal search future… https://support.google.com/chrome/answer/1331723?hl=en

• In the mobile world, no need to touch anything

• What words will your visitors use?

• Must work better than your “search” works now

• “Top task” even more important… know “Taskwords”

More video content…http://www.startstorytelling.com/

Google glass… still a marketing puzzlehttp://bit.ly/1hRHbVP

For 2012 in New Orleans… For 2013 in Boston…

And what might you do with this?

WRAPPING UP…STRATEGY POINTS FOR SUCCESS

Digital strategy steps…• First impression online is critical…

• Top tasks from customer viewpoint• Abandon “marketing speak” content

• Big Data to craft targeted advertising• Simple online inquiry forms boost ROI…• Immediate inquiry response…

• Telephone, email, or texting• Continuing response unless told to stop…• New role for video story telling

An underused strategy element…• Academic program interest of potential students as the starting place…• Online advertising for individual programs• Use academic program interest from first response• Inquiry, application & finance options from every

academic program page• Academic content written for students, not faculty and

their friends• Social media plan for selected programs• Video stories from students and faculty in academic

programs

THANKS FOR BEING HERE IN BOSTON!Bob Johnson, Ph.D.bob@bobjohnsonconsulting.comwww.bobjohnsonconsulting.com@highedmarketing

DIGITAL MARKETING RESOURCES

Can advertising as we knew it survive?http://blogs.hbr.org/2013/08/advertisings-big-data-dilemma/

Many places for ad $$$…, old & newhttp://www.mediassociates.com/

Academic research sources…

University of Marylandhttp://www.rhsmith.umd.edu/digits/

Dartmouth Collegehttp://www.tuck.dartmouth.edu/digital/

Ehrenberg-Bass Institute…http://www.marketingscience.info/

Data-Driven Marketing Institutehttp://thedma.org/ddmi/

Pew Internet research projects…http://www.pewinternet.org/

Bing monthly advertising updates…http://bit.ly/18Hqux6

Big data in multi-channel marketing…http://insightsone.com/

Case Study: Cross device advertising…http://bit.ly/19LSiLx

Integrating Big Data…http://www.bluekai.com/

Social media strategy cheat sheet…http://bit.ly/UVq4XC

Social Media Examiner…http://www.iwantmedia.com/index.html

EXTRA NOTES ON ADVERTISING…Twitter…LinkedIn

TWITTER ADVERTISINGOpen to anyone in the U.S. since April 2013

TWITTER SAYS…“Our system rewards marketers for being good, not for being loud.”• https://blog.twitter.com/2013/announcing-t

witter-ads-api

Twitter on mobile…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959

Start here… pay only for followers

https://business.twitter.com/start-advertising

Selection criteria include…

• Similar user names• Interests• Location• Gender

Selections for “Education” & Metro…

LINKEDIN ADVERTISING…Best for young professionals in search of new credentials…

LinkedIn ad example…9:55 A.M. 4/19/2013

After the LinkedIn ad…

The landing page… Immediate inquiry response…

Start here…http://www.linkedin.com/advertising

8 selection categories…

Set your budget… for clicks for views?

18 November 2013

ama.digital marketingstrategy.10 13

bob johnson

digital marketing

digital world

big data

landing page

marketing

mobile

people

Business

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